6 Tricks That Helped Me Triple My SaaS' Growth Rate

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6 TRICKS THAT HELPED ME TRIPLE MY SAAS' GROWTH RATE @brennandunn

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I’M A HACKER & I LIKE GROWTH

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I’M A SOLOPRENEUR •Planscope (SaaS) •“Double Your Freelancing Rate” (Book) •“Sell Yourself Online: The Blueprint” (Book) •The Freelancers Guild (Membership Site / Course) •Consultancy Masterclass (Workshop) •The Business of Freelancing (Podcast) •Freelancers Weekly (Newsletter)

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WE’RE ALL HERE TO GROW

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WE’RE ALL HERE TO MAKE MORE MONEY

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“HOW BIG IS YOUR TEAM?”

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LET’S TALK ABOUT 6 THINGS YOU CAN DO TO SPEND MORE TIME WITH THESE PEOPLE* * Your goal will (and, uh, should) be something other than the three people displayed to the right :-)

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THE ALL IMPORTANT SALES FUNNEL Visitors Trials Activations Paid

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PAID CUSTOMER CHURN April June August

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IDENTIFY & TWEAK POINTS OF OPTIMIZATION

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1 REAQUIRING DRIVE-BYS

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GOAL: DRIVE INTERESTED PEOPLE BACK TO YOU

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“GOOGLE, HOW DO I RAISE MY RATES?”

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“GOOGLE, I NEED PROJECT MANAGEMENT SOFTWARE.”

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AVOID “ONE SIZE FITS ALL” RETARGETING

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MARKETING SITE + DISPLAY NETWORK BLOG + FACEBOOK

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RETARGETING IS MORE THAN JUST CONVERTING VISITORS • Invitation to join the founder for 1-on-1 onboarding • RSVP for an upcoming webinar or mastermind • Videos or blog posts of success stories or usage guides • Product updates • Compliment and reinforce your trial lifecycle communication

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2 SEGMENTING

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GOAL: MAKE THIS A PRODUCT-FOR-ONE

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“I own a development consultancy, and we bill $10,000 a week.” Lifecycle emails “When I ran my consultancy, I…” Onboarding Sample project with development-y tasks, rate of $10k/week In-app Messaging Reporting verbiage, button labels, etc.

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FURTHER WAYS TO INDIVIDUALIZE • Listed in a 3rd party integration marketplace? You have referrer data — auto-default to linking with the referring tool. • Create specialized landing pages for each persona. “I run a 20 person agency… there’s no WAY a tool that works for freelancers could help me.” • Figure out how, why, and where they first showed up on your site, and profile them for later. (<— Master-level)

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TAKEAWAY A perfectly placed “If” condition can go a long way toward improving conversions.

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3 TRIAL SCORES

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GOAL: LEARN + OPTIMIZE OUTREACH

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WHAT’S COMMON ABOUT PEOPLE WHO BUY?

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PEOPLE WHO BUY PLANSCOPE USUALLY… •Have created a project •Have invited a client to join their project •(Team accounts) Have invited their team members •Have integrated with a 3rd party invoicing app •Have logged 20+ hours of time

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BUYING LOST NEEDS A PUSH 90% 60% 30% WHAT CAUSED THESE SCORES…?

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YOUR #1 JOB IS TO NUDGE PEOPLE TOWARD CONVERTING

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TAKEAWAY Write and test your automated emails inside Gmail before putting them inside a cron job.

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4 EDUCATE EVERYWHERE

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GOAL: FOCUS ON THE CUSTOMER, NOT THE PRODUCT Your customer’s business Your product

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“Click this button. Now enter a price in here. Then, click…” “Here are some tricks you can use to help you win this new project…” VS

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SCREENSHOT OF CUSTOMER.IO EMAIL “You’ve just created your first estimate. My goal with this email is to help you raise the likelihood that your client will accept it 2-3x.”

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CELEBRATE YOUR CUSTOMERS’ SUCCESSES (AND GATHER SOME GREAT TESTIMONIALS ALONG THE WAY…)

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TAKEAWAY What actions ALIGN with why someone actually wants your product?

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5 DO AN EXIT INTERVIEW

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GOAL: GO BEYOND WHAT FUNNELS CAN TELL US

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THE NOT-SO-OBVIOUS REASON TO COLLECT CREDIT CARDS UPFRONT: REQUIRES PEOPLE TO CANCEL

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PRODUCT ENVIRONMENTAL • Doesn’t do X • Too confusing to get setup • Too expensive • It kept breaking • My client wouldn’t use it • My team wouldn’t use it WHY DO PEOPLE CANCEL? • I got a job! At GitHub! • We stopped consulting • I wasn’t using it* • I ran out of client work* • Went out of business*

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TAKEAWAY People are at the high water mark of their emotional entanglement with your product when they cancel.

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6 WAYS TO INCREASE LTV

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THE GOAL OF THE TRIAL TO ESTABLISH PRODUCT FIT. WHEN DONE, CHARGE.

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$3,216

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April May June July August September Freelancer Plan Likely To Churn

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Reacquire Traffic Segment Trials To Personalize Score To Learn & Optimize Enrich The Whole Customer Discover Why People Cancel Increase LTV Increase Visitor -> Trial Increase Trial -> Activation Increase Activation -> Paid Increase Activation -> Paid Increase Activation -> Paid Decrease Churn Decrease Churn

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Reacquire Traffic Segment Trials To Personalize Score To Learn & Optimize Enrich The Whole Customer Discover Why People Cancel Increase LTV +1% Visitor -> Trial +15% Trial -> Activation +7% Activation -> Paid +7% Activation -> Paid +7% Activation -> Paid Decrease Churn Decrease Churn